Topless models for promotion: is all publicity good publicity?

by Matt de Neef

One of Melbourne’s largest and most recognisable bike shops, Total Rush, attracted significant criticism this morning after photos of topless models emerged from a store re-launch function last night. Was painting pink bodysuits on topless women a tasteless act that undermines the shop’s dedication to women’s cycling? Or was it a bit of harmless fun that shouldn’t be taken so seriously?

After several weeks and more than a million dollars spent on renovations, the team at Total Rush had a cocktail party last night to celebrate the store’s re-launch. Late in the evening topless models were covered in pink body paint and the guests were invited to have their photos taken with the models.

A photo of the models was published on the official Total Rush Twitter and Facebook accounts and while the photo was quickly deleted from those official accounts, some bemused social media followers took screenshots for posterity’s sake.

The photos taken by Total Rush and others attracted significant backlash on social media this morning:

We spoke with Total Rush founder Simon Coffin to get his perspective on the incident.

“We certainly didn’t mean to offend anybody”, Simon told CyclingTips. “We got the idea from a Mercedes Benz AMG promo launch at Around the Bay that went well and didn’t offend anybody.”

Simon continued by saying that “probably 30% of the people there were women” and that “nobody seemed to be offended”.

But CyclingTips has been told anonymously by someone in attendance last night that “most people were uncomfortable” with the decision to invite topless models along.

The incident is reminiscent of a promo video launched in August last year by clothing manufacturer Limitless Performance. The video attracted widespread criticism for using topless models covered in body paint to promote the company’s new range of men’s cycling kit.

The video was taken down as the negative responses piled up, with a representative for Limitless Performance saying “We were intending to make a light hearted viral to communicate that we just design for guys, NOT that women can’t cycle. Apologies for any offense that has been caused.”

Total Rush founder Simon Coffin offered a similar apology about last night’s event, explaining the company’s intentions.

“I apologise if we offended anybody. Part of this was to raise money for a children’s charity called Freedom Wheels [for] which we raised nearly $5k.”

Last night’s incident arguably compromises the efforts Total Rush have put into the development of women’s cycling in recent years. In addition to organising regular shop rides for women, Total Rush also sponsors a women’s National Road Series team in conjunction with Hyster Forklifts.

As Sarah Davies commented on the Total Rush Facebook page last night:

“To Total Rush management. I thought u support women and valued them as people and athletes … this pic made me sad for those two women and every women [sic.] who saw it.”

Lisa Hocking added:

“That’s a great way to welcome female customers and make them feel comfortable…. Great – so women’s only role in cycling is to look pretty/sexy and be an object.”

Twitter user Simon Mowlam offered an opposing view:

@climbingcyclist@TotalRush many groups have used same advertising . Connecting willing models working and women's cycling is a stretch

We put this issue to Simon who said: “We’re huge supporters of women’s cycling and didn’t mean for this to take away from that.”

But judging my the backlash this morning, it would appear Total Rush has lost itself more than a few female customers already.

We spoke with Christine*, a keen recreational rider who has had her bike serviced at Total Rush for the past three years and has also bought gear for herself and her husband there in that time. Christine has also introduced her riding friends to the shop.

“My friend purchased an Ultegra Roubaix — her first road bike — there with me in May 2013. I’ve recommended Total Rush to two other girls who bought but without me being there.”

But after last night’s incident Christine won’t be recommending Total Rush again nor will she visit herself.

“I’ve already emailed all my riding buddies to let them know. I’m ashamed to have recommended Total Rush to my friends. Forget it — I won’t be back.”

There’s little doubt that cycling has been a traditionally male-dominated and at-times sexist sport. But things have come a long way in recent times, despite setbacks like Peter Sagan’s squeeze of a podium girl’s backside earlier in the year. If anything, the outrage that particular incident caused shows the progress that’s been made.

Given this climate of change, it’s strange to think that this particular incident was seen by Total Rush as nothing more than harmless fun. CyclingTips has been told that the models’ appearance was planned more than two weeks before the event giving the team plenty of time to consider whether it was a good idea or not.

Of course there are those that argue that the incident was little more than a bit of harmless fun but if the social media response is anything to go by, the incident might have cost Total Rush some customers and more than a little bit of respect within the cycling community.

*surname redacted for privacy reasons.

“

UPDATE: Statement from Total Rush

Total Rush, one of Victoria’s leading cycle retailer staged a brand re-launch and charity event on Thursday 5 December attended by 130 customers, team cyclists and supporters. Roughly an equal number of men and women attended.

The launch included a charity auction which raised $4,500 for Freedom Wheels through the sale of a Specialized SWorks Tarmac road cycle frame.

A number of elements at the event were employed to promote and reinforce the Total Rush brand which is based on two distinct colours, avivid pink and black, the colours that have become synonymous with our brand, our cycle teams, rides and events. Complementing the brand promotion on the evening were two female body-artists whose partly clad bodies were painted to resemble the Total Rush riding kit.

While the body artists were topless, which is part of their artistic presentation, their support for the event was extremely tastefully executed and not sexually offensive. At no stage did any of the guests object to their presence and none departed early or complained. In fact the opposite was the case with comment made about the creative approach taken and many female guests requested that their photos be taken with the artists.

Had Total Rush believed the use of body artists would offend, we would have sought an alternative promotion on the night.

The concept for using body artists came from other organisations that have engaged the same talent who are booked through a professional agency. Such organisations include a major luxury car company and a breast cancer organisation, as well as many others. Total Rush adopted the concept because of its successful use by other organisations and believing it to be an appropriate way to communicate our brand; the concept was strongly endorsed by our guests.

Total Rush has a track record of supporting charities, individuals and others and we strongly believe the company is a good corporate citizen. The company and its employees do not condone the blatant abuse of women, the female form, or any individuals, and we submit that our track record demonstrates our dedication to responsible behaviour and tolerance.

Regards,

Simon Coffin

Rush Cycling Group.

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ZXCQASW

The Limitless Performance ad has context and a reason for using painted women, can’t see any reason Total Rush had.

Rowena Scott

Their only reason for using women in body paint back then was to identify that their product wasn’t for women that it was only for men and the final product wasn’t overly successful, nor did it present a good message to the brand that a man should, or would want to buy into.

MorePicsPlease

Seems like women getting a bit precious.

Jonathan

I’m not a woman. I don’t want my son getting involved in a sport that sees women as something to be objectified. It’s bogan sexist bullshit, all this “women getting precious” stuff. Head back to the 70s, they loved this shit back then.

Gideon

Also their response on Social Media is currently making it worse for them.

Sean

Social media is a two edged sword, businesses need to tread carefully when using it. Personally I think they deserve to be paid out on social media, in bunches, by other bike shops and on whinge sites like this one.

Rob C

In this day and age not the best idea to go with…could have had same girls in a shop skinsuit or other kit/T-Shirt. But to say you’ll never go back because of it I find going too far. Have your say and be unhappy with the situation but give them a chance to rectify the situation before telling your mates to all abandon the shop. Some people like to be seen to be having a huge whinge on social media for the attention it receives, but they come across as tree hugging save the whale hippies. If you’re happy with the service they’ve given you in the past, obviously it’s for a reason (in a positive way). Voice your concerns directly to them and allow them to respond to it directly to address your concern. If you do one bad thing is it fair that you get banished from someone for it for life, without trying to correct the situation?

Arfy

You really don’t know if people are “just having a whinge” or are truly offended, so to brush it all off as “tree hugging save the whale hippies” is out of line. I can only assume that the decision to have topless models was not made at an after-work drinking session but was part of promoting the new-look store included in their marketing budget, this is not a good look. Total Rush will know as well as anyone that customers are fickle and will always remember one bad thing over a myriad of good things, they could suffer from this for a long time. There are plenty of places that give good service, I can even think of one even closer to Richmond station than Total Rush.

Rob C

I’m not a Total Rush customer, but I can say that I’ve heard they are great with service. Sure this wasnt the best decision but I’d rather take my bike to a shop that are good for advice, service & sales because they are renowned for it. You’re taking a bike there to get looked after, not to look at nudey people every day of the week. I’m not sure if they will formulate an apology, but in any event they are probably wishing they had not done it, and are remaining quiet atm to let it blow over until they can start moving on.

Arfy

So it becomes a question of personal morality, whether you think it crosses the line to affect your custom. Similarities to Armstrong’s USADA ban affecting Trek sales, regardless of how good the bikes may be.

alexroseinnes

boorish and sexist, what a stupid idea. atoning thusly: “I apologise if we offended anybody” is an even sadder indictment on the guy’s character.

Sally

I am so sick of women being objectified and used as decorations. Be it cycling or motorsport or whatever, it needs to stop. Unless they feel like objectifying men too and belittling them. Even up the score slightly!

Jono

Just out of interest Sally have you asked the model if she had an issue with it?

David

Well no… she was being paid…

jojo

she could have declined though….

bad excuse fior her partcipation

Cris

Oh ffs it’s not about the model you nobs. It’s about the fn commerce. They are dead in the water.

john

do you hold a prostitute guilty of her profession ? a drug dealer guilty of drug abuse ? moron i don’t give a f%ck what she thinks because as you see, i don’t even see her head, just a headless ass on a picture, and the other one looks really impressed. your an idiot.

jules

i am very interested in the female form and my eyes snap to attention at visuals like this. let’s be honest, it’s not a bad thing having women’s racing and riding pick up in popularity, for multiple reasons. but there is a line between appreciating the male and female body, and degrading members of the opposite sex – usually women. this is tacky and i get why women would be offended. i don’t think we need to all pretend to be catatonic, but a bit of judgment and consideration is appropriate.

Jonathan

It’s not just women who are offended. I’m not gonna be taking my son to buy a bike at a shop that’s objectifying women like this. It’s sexist bullshit and all of this negative publicity is more than deserved.

limitless

Not cool. Their promotion of womens cycling is clearly just to make a dollar. The charity excuse is straight from the Armstrong playbook . lol.

Daniel

Lesson A in how to make a qualified apology that will only serve to further infuriate people, including their customers. Total Rush, what a bunch of flogs

alexroseinnes

+1

Sladey

Any advertising is good advertising and they are getting bucket loads of it from all you whingers they will lose some customers but gain more get over it

Actually, it was a fair comment. This feminist hysteria is the new wowserism

Jonathan

Any advertising is good advertising? How about advertising that makes me take my money elsewhere? Not so good ey, “GrowUpWhingers”.

WhoAmIAgain

Hey Jonathon, check out just how much money is spent each year on porn. You are in the minority buddy and your shopping choice won’t make a jot of difference

Chris

Hey dickheads, porn ain’t selling bikes. Wake up and get with the program. Women used as naked props? You defend it, you’re the problem

FreeSpeech

Tell me “Chris” is it more offensive for you to call people “dickheads” or to use body art in a promotion. Guess what champ, either is fine. The only people who don’t like free speech are the Taliban

jules

most of us (in Melb?) are aware of Total Rush, but frankly there is a wide range of choice in where to buy your bike and stuff. give me a reason to shop (or not) at your store. it’s a buyer’s market.

Daniel

I disagree. They have lost me and I’ll tell all the recreational riders that seek my advice to go elsewhere.

Arfy

I bet they’re hoping they don’t lose Specialized right now, then they wouldn’t think it was good advertising.

Sean

Well if it stops grown men from riding around in bright pink kit, it’s probably a good thing.

Sean

Yeah this site should be renamed WhingeTips.com and it should change it’s focus to allowing talentless fattie masters riders whinge about being talentless fattie masters riders. God people just shop at BikeNow, the service is heaps better anyway.

David

As the ethos for Cycling Tips webstie states – The Beauty of Cycling. Well the real beauty of cycling is having everyone (men and women) on their bikes and riding or watching people riding and having a comfortable environment that encourages that. This goes against that grain in a big way. I am so glad that members of the cycling community are jumping on this.

Guest

As soon as I saw the images on facebook I knew there was going to be a massive fallout over this. Why would you think this is a good idea? – retail suicide in my opinion. At least the marketing manager at Specialized Australia will be earning their money.

Rowena Scott

Harmless fun? Surely we’re beyond using that line? Surely we’ve progressed far enough to understand that if you have a product that’s worthy of both men and women that you don’t approach the marketing with body paint and soft porn images. I feel bad for the women that Total Rush sponsor and I feel bad for the women that Specialized sponsor because Total Rush is to set then benchmark in Melbourne, they must ultimately decide how to present their store, their sponsored riders and the brand Specialized.

PaulDecker

Why not have male models as well! I ask this! Only then are you serious about equality.

harrochan

More pics of boobs?

Daniel

I posted on this site a few weeks ago about a dangerous beach road ride I went on. The last 10km turned into a race. It was with Total Rush.
Now this sexist rubbish. I’m now really disappointed I bought my bike from Total Rush.

tmc

At any point in a planning meeting did it come up that it was probably a bit pointless? I am not offended by topless women but I am not sure what the relationship is with cycling? Professional women’s cycling is still trying to be taking seriously as a sport and shops doing these sort of things do undermine this objective. As a female cyclist I want to distance myself from any soft pr0n glamour photography holding a wheel with an unzipped jersey as it simply doesn’t add any value to the sport. But the big question in my mind is what were they thinking? What was the value add when the fall out can be significant. I think total rush is a great support of women’s cycling but I think topless models are only a few peoples version of fun at a party. Brain snap of an idea.

Jono

Just out of interest did anyone ask the model if she has an issue with being disrespected? that she felt belittled and taken advantage of? hummm I didn’t think so. Why is it people are quick to condemn the bike shop when the person who actually had their gear off clearly had no issue with it.

Rob C

And furthermore, the company she works for, no doubt advertise the fact they specialise in this sort of thing for events. Whether or not it suits the event is up for discussion (as it now is) is debatable, but it would be interesting to get a comment from the company involved in sending out the girls.

Daniel

I’m not sure about the model. I am sure that I don’t want my daughter buying her kids bike from a store that encourages other women to get their boobs out to entertain men (and women). I want my daughter and wife to ride and see me ride and not feel they need to show skin to be part of the cycling scene.

jules

ok when you’re having your wedding let me know and i’ll tee up some of these girls who are clearly OK with putting themselves out there to show up. they aren’t offended so no one else has a right to be – right?

alexroseinnes

come one, that’s like blaming the porn actress for enabling a repressive industry

NoisyDoesntEqualRight

Porn is everywhere Alex and it is legal – ever feel like your in the minority Alex?

Esky_J

That’s missing the point Jono.

The issue isn’t whether the model felt disrespected or not – the very issue is how it’s perceived and the message that is being sent.

I’m sure the model was fine with being topless. She probably does this at other events a lot. It’s her job, you know.

However, the implications of this being done do serve to undermine women both within cycling and within the community generally. Women’s cycling has enough issues being taken seriously in a currently male-dominated industry without these sorts of stunts. Also it seems to be in particularly bad taste given the furor associated with the Sagan pinch earlier this year.

Some people seem to be going a bit far by saying they’ll never shop here again. Everybody is allowed to make mistakes and that’s fine. TR shouldn’t be totally condemned as a result of this.

As a man it’s very easy to sit back and say “Oh, it’s fine” – because whether women are discriminated against or undermined doesn’t really have a direct effect on me personally or my life. But it’s so important for someone who is able to look beyond themselves and to sympathise with the issues facing others to not condone this sort of behaviour.

Kate

Marry me Esky_J

jules

“As a man it’s very easy to sit back.. ”

the same men will complain that motorists are pricks for not considering their safety as cyclists on the road, just because it doesn’t impact on them (motorists) – and fail to recognise the hypocrisy.

Robert Merkel

With respect, it’s not just about the model.

Let’s say the entertainment for the evening was, rather than a female model in body paint, was a group of men using a bicycle as a sex aid. Let’s further stipulate that those men were well compensated for their efforts and greatly enjoy their work.

The analogy is not perfect, but it should suffice to illustrate that even if the model was perfectly fine with appearing topless, it doesn’t necessarily mean that it was appropriate.

Andrew L

People are not angry over whether the model had issues with being topless. People are angry at Total Rush for objectifying women and reducing them to token props for advertising purposes. eg. “look, she’s naked, you can have your pic taken with her etc..” It’s not exactly empowering for 50% of the population and probably damn right uncomfortable for females attending the event. With the current discussions in the cycling communities about abolishing podium girls, I fail to see how Total Rush could have seen this as anything other than a train wreck.

Susie Swivel

Christ almighty! Talk about being completely oblivious to the all consuming influence of this dominating patriarchal culture we live in. Living under male rule means — and try and get this through your thick skull — women don’t have a choice, not really. What “choice” means to a woman is actually “to conform”. The model’s “choice” to appear as dude-hood demands of her, as a member of the sex class, is not made in a vacuum.

phlippsle

I get being upset about this (i wouldn’t be but to each their own) but if they are a quality bike shop and you are happy with the service they have provided then giving up the shop because of this seems silly.

a different ben

Silly, or principled.

Rob C

While we’re at it, who the hell attached @catherinedeveny to the twitter discussion? I’m all up for sticking up for women’s rights…but these “feminatzis” are themselves the biggest sexist rantists going around when it comes to of all things, sexism. Now she’s got a whole host of people emailing and bagging them out wholesale, good job dill! Perhaps if a sensible outcome is achieved, will she redact her statements & allow an already decent bike shop, to continue being a decent bike shop after damage prolonged by her is then repaired?

alexroseinnes

we don’t redact criticism just because the desired outcome has been received. that’s straight out of the Ministry of Truth

Rob C

Ok, so lets say Total Rush come out with a very well structured statement, and continue to support women’s cycling like they already do, and receive good support for doing so. We still bag the hell out of them on twitter and fb because of what they did last night? There’s a name for those people- bandwagon whingers. They bag anyone and everyone who is seen to do bad things as everyone else is, must be cool to do.

alexroseinnes

no, we accept their apology if it is sincere and move on. some people mightn’t get over it, but that’s life. there are often long-term consequences to our mistakes, but trying to pretend they never happened doesn’t work. it’s always a din of whingers when you don’t approve of the message. freedom of speech is messy.

Gideon

You mean… you don’t understand that she’s capable of reading it herself?

Like… you don’t realize it’s basically her job?

Yes, that’s right. Other people have jobs too.

Rob C

This is her job? I want in, I can just troll around the net bagging people then, contribute to destroying their business whilst not actively doing anything myself to fix it with the company/person, then while they try to mend the situation, I continue on my merry way elsewhere to do it somewhere else.

She also lists herself as a comedian…haven’t seen any evidence of that yet

Facepalm

Spare a thought for their women’s racing team when you hook into them for this embarrassing and thoughtless event. They would have had no knowledge of it and are contracted to ride and race in the kit. There are so few opportunities for women to team race (even though mostly self-funded) that excessive outrage (beyond being called out) could actually wipe out another opportunity to build women’s cycling.

Craig

Makes you wonder if their women’s team will actually have a race kit, maybe they’ll just race in a G-string and some arm warmers :)

MoreBoobsPlease

How good would that be!!!

Chris Lee

These birds probably don’t have much of an educaiton, good on Simon for providing them a platform to be able to make more than $20 than they would normally make in a cafe.
Female workforce participation rates are declining and the gender pay gap is increasing. If we had a bit more of this the data may turn itself around. I dare say these birds would make more than Dan Wilkins (a male) would if he were to get nude and paint himself pink.

Facepalm

Do you realize how many groups you just insulted in one hit there? … and it’s spelt “education”

Chris Lee

Oh noes, typo above…Now I just look uneducated and ignorant.

alexroseinnes

just because you are trolling, it doesn’t mean you aren’t a dolt.

Gideon

Nah, it was the content not the spelling.

Open secret: a lot of the girls at strip clubs are there because their academic jobs don’t pay well enough. I know that won’t make much sense to you, but that’ll just be another thing on the pile amirite? :3

Michael

Actually you’re only looking at things through a very narrow lense Gideon. There are also a lot of girls at strip clubs because they like it. I used to date one and and still friends with a number of others so I know.

But hey who am I to stand in the way of someone on their soapbox. Go right ahead and preach away.

DIM: Dickheads In Marketing.
Really, guys, in a field full of halfwits and underachievers… that’s marketing… you are now head and shoulders ahead as complete dickheads.
Congratulations on crushing whatever future you might have had.
Centrelink awaits.

Adam

Hilarious! Boo hoo, I just found out the shop where I bought my bike is own by guys who are into looking at boobies! Save me from those sexist pigs! Any frontal shots to remind me how upset i am? If they were male models no one would give a stuff.

ingenting

i’m guessing from your moronic comments and that you call them ‘boobies’, looking is all you ever get to do, adam.

scottmanning

Oh come on. Are we still living in the dark ages? No it was not acceptable, yes it got them the publicity they expected (CT is helping in that regard) but I am sure has turned plenty of others off the store. Objectifying women is never acceptable – period.

Cormac

What’s the difference between naked and nude?

lauren o’keefe

What galls me the most is this:

“I apologise if we offended anybody. Part of this was to raise money for
a children’s charity called Freedom Wheels [for] which we raised nearly
$5k.”

So it’s okay to objectify women as long as you’re raising money for charity. I wonder what Freedom Wheels thinks about being associated with this.

Kate Whittaker

Make up your mind are you a strip joint for horny men or a cycling shop for men and women both. If you can’t honestly say you would like to see your daughters or sons promoting bikes using their naked bodies then what must you think of the girls you used for this promotion or worse the men who had their “bit of fun”

ManUpWhingers

To be honest, do we need to choose – a strip club combined with a bike shop sounds like heaven!

Tim

to write an article or not to write. Whilst the publicity isn’t positive, it is publicity and it is effective. It lets everyone knows that Total Rush had a store opening. Are we doing them a favour by writing about them?

Pro-Lite Boss

Truly amazing how so many people have to be PC, whats wrong with this, you were not there you were not offended. If you were there and offended then you could always leave.I just cant understand how many Australians are so obsessed with rules and PC, your country is becoming a huge joke.

alexroseinnes

no, interloper, you are the joke

echidna_sg

so I guess that’s pro-lite I will be crossing off the list when buying my kids first roadbike then…

Al Noveloso

Thanks for clarifying your position on this matter. Your comments suggest a view that this matter should be laughed at and taken lightly. I’m not so sure that I hold the same values as you. I’ll be looking elsewhere when considering cycling products in the future.

jonathan

So we’ll put your daughter or wife up there with her tits out: let’s see how you react to that.

ManUpWhingers

The difference, Johnny, is that the topless models are there willingly!

Jonathan

Because they’re being paid by a bunch of sexist fuckwits who think it’s cool to promote cycling by paying women to get naked. It’s sexist bullshit, straight up.

ManUpWhingers

Not according to the law Johnny. Different folks have different moral views and that’s just fine. Otherwise it’s TalibanTime

Bogan Brouhaha

If your brand is all about quality and high level service – why, oh why would you trash your reputation and brand with a stunt like this?! Smacks of sales desperation.

Notso Swift

I love articles like this, it brings a whole new group of commentators to the site.

I don’t use total rush because they sell cookie cutter bikes, but why people expect any one other themselves to have perfect moral judgement is beyond me anyway, after all – churches can’t get it right all of the time why do expect a bike shop too?

alexroseinnes

you’ve gotta be culturally tonedeaf to think that it would be an acceptable marketing exercise. let’s hold people to higher standards.

Rob C

I don’t think he’s saying what was done was acceptable, but it’s true that issues like this bring out the bandwagoners I alluded to before. For sure, have a say about it, everyone has a right to an opinion. But reading these comments is almost like seeing who can write the biggest complaint. It’s not a competition. People write their piece without thinking that maybe the company involved can turn things around

Notso Swift

I don’t, I think it is tacky and cheap. But I can also guarantee 100% of the people commentating here have also failed to consider others in their actions at some point in their life, and have made bad choices as a result

But just because our own moral compass always points north it doesn’t mean everyone else points south

Daniel

Agreed that I have at times failed to consider the impact of my actions on others. I hope the people with better moral compasses at the time pointed out the error of my ways.
The church comparison is interesting. Part of the outrage about the catholic church is they claim to help the disadvantaged, families, women, etc. Their actions towards these groups are frequently at odds with this stance.
TR clearly does some things to support women’s cycling but much of the outrage is that this body paint stunt conflicts with the support of women as equals.
Bar 20, Man Power and the like don’t typically claim to support gender equality and so we aren’t disappointed/ outraged/ etc when they objectify men or women.

MH

Gee that ‘brilliant’ marketing idea backfired a bit, didn’t it Total Rush and Simon Coffin? Next time, drop the sleaze and sexism and show some respect for female cyclists. Morons

Kevin

Simon, if you and you management team think that was a bit of harmless fun, then you should go back to the stoneage and start selling bikes with stone wheels.

Course if it was all harmless fun, and not to be taken that way, where was the male equivalent? Was all a bit lads mag, which is fine, if you’re saying you’re only really interested in “that kind” of customer.

Craig

Don’t worry about the semi naked women here.

The real story is how Simon got fleeced of $1million!
I was in there today and could hardly tell the difference.
Money not well spent on all fronts, me thinks.

Dea

I find this quite funny. I know of a hairdressing salon opening once over where they had a do with male strippers, this hairdressing salon did female and male hair, not once did any of the females (or males) complain about any sexism, or disrespect, or start going on about how men should be able to have nice haircuts too, nor did anyone start complaining about how men should be able to be hairdressers too.

CycleBob

I think their corporate sponsors preferred a different demonstration of the beauty of cycling. In-line with the ad above their shop? Total what?

Ron

Simon Coffin, owner of Total Rush, you make me sick. If I EVER hear you or your shop mentioned, i will tell them what you have done. I will pour mud all over your reputation at EVERY opportunity.
How can you seriously claim you support women cyclists?? Take a good long hard look at yourself, because you have twisted morals and bizarre attitudes.

Rob C

Fair dinkum mate, get a grip. How much bigger do you feel after that explosive outburst? Be constructive, instead of talking absolute drivel.

Keir

So Craig Thomson has moved into event management. Who knew?

jules

actually they wouldn’t have been able to afford the models if he was running it!

matt

They’ve overstepped the mark but issues like these are never discussed openly. All that happens is someone puts a foot wrong and everyone jumps down their throats with a holier than thou attitude.
Total Rush is out of line and this has provoked a bit of good discussion but I get tired of people just flaming them on social media, everybody needs to grow up a bit

Diane Caney

This is what I have written on their Facebook page: I hope you show more respect to women in future advertising. I want my daughter and grand-daughters to feel that they are part of the cycling fraternity – not the fluff around the edges. (Seriously, get a grip.)

kylieonwheels

That the word ‘fraternity’ is a natural choice in that sentence speaks volumes for this whole debacle.

Craig

Maybe this idea was thought up whilst hanging out watching LFL at his *neighbours* in Richmond :)

CJ

I was there last night with my children and did not find anything about the evening either distasteful or demeaning. Maybe the only thing Total Rush could have done differently is to have both a male and a female model painted up thus providing prudes of both gender something to complain about!

Mate, you sound like you have allowed yourself to be owned by your wife. Man up!

Jonathan

Ha! Nah, I just don’t see how paying women to get naked is good for cycling. Or anything, except the ego of the Total Rush owners. “Hey guys, we got strippers to our launch! STRIPPERS!”
I mean, they coulda put the money towards sponsoring a girl’s cycling team, but I guess they wanted to see tits instead.

ManUpWowsers

They actually already sponsor a women’s cycling team, but that seems to have been lost in the hysteria about a bit of harmless fun.

Jonathan

You, sir, are clueless. If I was a woman who had anything to do with that team I’d be outta there. But clearly you don’t give a shit about either sexism or equality, so carry on as you were.

IForget

No I don’t give a shit. I’m very happy being a man in our society. Winners are grinners and I don’t see it changing soon. Shock, horror I also enjoy being wealthy and have no desire to see socialist wealth redistribution. As I said, winners are grinners in this world.

guest

Says the forever single, dateless troll with a sticky keyboard, a bottle of olive oil and a crusty sock permanently on his night stand.

ManUpWowsers

Married for years actually champ and getting plenty, but also defo enjoy my porn. Like every one if my mates!

guest

Standard response of the mateless and dateless. Hope your mother’s basement has good wifi and the carpal tunnel’s not affecting your sock activities too much.

Yawn

Standard response from the indignant weakling who never worked out you get women by being a man, not a sycophant.

guest

Touched a nerve eh? Oh, hang on, you’re actually FOR equality and are just being ironic, because you know that nobody wants to be lumped in with mateless, dateless desperados like you’re coming across. I get it. You’ve done plenty to promote equality and respect for women, well done, you can stop embarrassing yourself now.

Much as I’d like to keep playing this game, I’m not really interested in a prolonged battle of wits with an unarmed opponent, so might stop poking the poor, lonely basement dweller now. Enjoy your olive oil and porn.

amd

Ridiculously disrespectful and absolutely sexist, of course. We all know this, even the few voices trying to defend it. All men are absolutely capable of understanding and spotting sexism, it’s just that some of them are fine with it and want it to remain a staple and keep things just as they are, or even rewind a couple of centuries.

Whether the model felt uncomfortable is not under discussion. Whether, in an equal society, she would ever consider making such a “choice” is highly relevant but sexists won’t consider that at all, it might make them uncomfortably thoughtful. The word “choice” when we live with such a massive daily power imbalance is in itself to be debated. In an equal society the number of women making the “choice” to flash their t**s in public to pay the groceries would be vastly smaller. We all know this, again especially those who pretend otherwise.

As for the people exposed to this blatant piece of grubby sexism, women have the absolute right to feel comfortable, safe, equal, respected – and trying to dismiss denying them this right and freedom as a bit of fun or make excuses about raising money for charity or give a half hearted “oh well IF I offended anyone” non apology is unacceptable. I will not allow any sexist to make me feel embarrassed or apologetic about our right to be treated with respect and dignity and feel safe and comfortable.

And whether men (or women) like looking at breasts or not, a lot of men are not actually cave men and did not agree with this sexist stunt either. Those of you smirking, sneering and guffawing and saying men don’t mind do NOT speak for all, or even most men. No thoughtful person of either gender who believes in equality wishes to be at the whims of a boy man who doesn’t understand what all the fuss is about.

Not talking about it is not an issue. Silence solves nothing. We tried being silent for hundreds of yeas and sexism grew rampant. Ignoring things does not make them go away.

All publicity is very much NOT good publicity. And of course I will never shop at this store and will ensure that I send this article to anybody who might have considered doing so. There are plenty of places we can purchase cycling needs without a dose of sexism, disrespect and absolute ignorance on the side, thanks.

The best bit about reading these comments is seeing the few attempts to troll and shut people down with ignorant deflections and ad homs being more or less ignored. There was a time admitting you were for equality meant you were under continual verbal attack. Now, I see more men standing up to be counted and less women being crushed into silence by badgering, hectoring and bullying. No, those of us who believe in equality will not be beaten into submission by verbal abuse. I am well used to the generally vile tone that sexists use to try to bash women (and some men) into silence in these sorts of forums and am now more or less oblivious to it. Have at me, sexists. Water, meet duck’s back.

Icon

Surely society hasn’t become so prudish to not recognise a tasteful promotion by a forward thinking and progressive retail business. With retail stores losing out to online outlets, it is great to see stores like Total Rush thinking outside of the square to promote their business. The girls look beautiful and ensure that the Total Rush pink stands out from the crowd, as it does on the road and dirt.

Jonathan

HAHAHAHAHAHAHAHAHAHAHA. Surely society has moved on enough to realise that stupid stunts like this are childish and sexist. Even the sexist dinosaur Rupert Murdoch is re-evaluating the publishing of topless page 3 girls in his shitty tabloids: surely Total Rush could’ve thought up something a little more clever than this? Maybe put the money towards women’s cycling? But nah, I guess spraypainting some strippers is a quicker way to get some press.

Icon

Total Rush have already done a wonderful job promoting women’s cycling before their launch. Not sure if the ladies are professional strippers or not, but your generalisation may itself be offending to open-minded models making a harmless living.

Jonathan

But how does the use of naked women do anything for promoting cycling? It’s sexist bullshit, straight up.
Models can make a living however they like, I’m not questioning their choice of livelihood. That doesn’t make Total Rush’s choice to hire them the right one. They could’ve paid them to come along, don some cycling kit and hand out flyers. But no, they paid them to get naked and be leered at by Total Rush management (as shown in the photos of the event). Or they could’ve paid their sponsored female cyclists to come along and talk about their team, but that wouldn’t have been as fun for the blokes ey? Ey?

a different ben

CyclingTips doesn’t seem to mind piggy-backing on this kind of publicity. It’s got them their best traffic for the year!

[Conspiracy theory – Total Rush and CyclingTips planned this from the start!]

Jonathan

Yeh, if CT was really concerned about the issue they would’ve locked comments, but then there’s no web traffic, so yeh.

Craig

Bugger there is something wrong with my computer.
There seems to be a black rectangular box right in the middle of the main picture above and I can’t get rid of it……
Jeez thats annoying!
Does anybody else have the same problem?

Steel

This discussion is officially an OMNISHAMBLES. Go to bed folks.

Matt de Neef

Agreed. Let’s keep it civil and constructive.

Henry

Bunch of do-gooders out to be offended at the slightest opportunity and to cut down poppies with a single whoosh. TR have done more for the sport in Melbourne than probably any other shop. Get off your pedastool people…

Bess

Total freaking backward. They don’t deserve customers.

Inez de Vega

The people who are suggesting this sort of publicity is good for business are bewildering to me. Monetary profit is so far from important in this debate. Business may boom but the loss resonates within the family and the community. All families suffer when you objectify women – even their own. The owners of this business, no doubt, belong to a family that includes women and girls. The sad thing is by depicting women naked and as sexy ornaments useful only to make a sale more enticing, instead of by advertising to women as cyclists and bike purchasers just as they do to their male counterparts, they are saying to their daughters that their main value to society will never be located in what they can do/achieve but only in how they look and how sexy they are for the male gaze. That is one of the reasons objectification is so sad…most of the men who continue to perpetrate this style of commerce have or will go on to have daughters, whose self-esteem they unwittingly destroy in the process. And it’s also bewildering that those same men, who are related to women (as fathers, brothers, sons), get so angry when this is pointed out to them. I don’t get it.

amd

People dare to ask “Could you stop objectifying women and treat them with decency and respect? We’d like a chance at an equal world some day for our children. We’d like to be treated like people first and not a life support system for sexual parts.” And out comes the virulence, the minimisation, the condescension and enraged responses. Reading through these responses, who on earth would want to be placed into the same category as the defenders of inequality? Do they see what they are aligning themselves with?

One guess is that the angriest – the ones who usually try to disguise their fury with “humourous” digs and personal attacks – are the perpetrators of everyday sexism and perhaps even brutality towards women, and that a tiny, nagging feeling of guilt makes them anxious. Anxiety is often a precursor for anger and they react by becoming enraged because real inner reflection is too painful for them.

Cognitive dissonance is also one reason for some of the behaviour. “Cognitive Dissonance (or disharmony) is a state of conflict in the mind, whereby you have two opposing views at the same time. The theory suggests that the mind naturally wants to eliminate dissonance where possible. Cognitive Dissonance is normally strongest when we think about ourselves in a certain way, then do something to oppose that belief”.http://psychohawks.wordpress.com/2010/09/01/cognitive-dissonance-made-easy/

So, a man who considers himself a pretty decent bloke has to find a way to convince himself that despite his unpleasant, sexist behaviour he’s not really a sexist, find a way to ignore the millions of people who find this behaviour repulsive, find a way to dismiss the nagging voice of reason that tells him that objectifying women means treating them as less than human and less than equal. He satisfies the cognitive dissonance this causes by saying things like “Most women don’t mind, it’s just harmless fun, it’s no big deal, they’re just a bunch of wowsers, real men don’t object to this” and other clearly untrue statements to try to minimise the impact the words have had on him and relieve the dissonance this has caused.

These sorts of people seek out confirmation bias too, which is another reason it’s great to see so many men unafraid to do the right thing and speak up.

It’s complicated, knowing what makes a sexist tick, and unfortunately there are no easy answers. Bottom line, some men won’t just willingly give women equality and respect. We have to be prepared, decent men and women both, to take it from them. Refusing to be silenced by virulent comments and attempts to minimise, gaslight or intimidate into silence is one small step forward. Alongside women we need decent men – and I have seen many in this thread – to continue to speak up when they see shameful behaviour. Pull the rug out from under those who try to pretend all men condone sexism.

It would be nice to think that in 100 years we will look back on these sorts of comments and shake our heads, the way we now find it unbelievable that until recently some refused women the right to vote.

John Hughes

Jesus fucking christ, you would think they had clubbed some baby seals, or at the very least enslaved some poor girls and beat them with sticks to make them go topless. So many people responding so outrageously. Pull your heads out of your overly politically correct asses and get some perspective. At the very worst, Total Rush’s choice was crude and possibly tasteless(taste is definitely a matter of opinion). That’s it. That’s where the story should end. They made a play for something with some salaciousness to it, and it is proving to be embarrassing in the light of day. I mean, if you all want to get riled up about something regarding Women’s Cycling, go flame bait the organizers of the women’s Giro and how little money they provided for the purse. For everything everyone has to say about “what great support” Total Rush has put into women’s cycling, your faux outrage could literally put them out of business and with that would go all that support.

Really productive guys…but then again, the internets love themselves a good barn burning…so get some rope and hang em high! Or maybe Pitchforks and clubs would be better.

QWERTY

Didn’t Sven Nijs’ wife pose topless in body paint a few years ago?

Also Peter Smith’s Raleigh team had topless body painted models at the launch a few years ago, too.

QWERTY

So it is nothing new.

Carmen Gould

Dear Total Rush

@Bridie_OD, told you she thought your stunt was “sexist and unimaginative”. And she rides for you. If you really want to support women’s cycling how about listening to one of its most intelligent, engaging and prominent voices, cos you sure as hell can’t purport to understand us right now.

The crying shame is that rather than deleting Facebook and Twitter comments this is an opportunity for you and the rest of the boys’ club to actually open and lead a constructive dialogue about women’s cycling. (Oh, and that’s a lesson from issues management 101 too. Your line about the event raising money for charity is, yawn, damn tired. Did you tuck those dollar bills between your models’ pert cheeks?)

Oh, and can’t resist. Marketing 101. Just because a promotion works for AMG Mercedes (audience=middle aged men) don’t think it will work for women (audience=women).

Kiss kiss,

Carmen, 250,000km+ on two wheels (0 in pink)

PS Wade, loving your work

toneredd

Very bad marketing, not even an intern would think of such an Idea.How much business will Total Rush lose? a fair bit I would think for a very bad marketing stuff up.A totally sexist stuff up, Simon you really need to take a step back, have a good look at yourself and re-think what you want to do in cycling? Years of hard work un-done in one night.

DACN

‘bit of fun’ ??…really…then why didn’t Coffin wear the body paint and g-string…. now THAT would have been laughable!

….and we thought neanderthals were extinct….

Carmen Gould

Rather than opening and leading a constructive dialogue, Total Rush are simply deleting Facebook and Twitter comments. If you care, have your say on change.org

Pretty bad error of judgement, this kind of social media reaction should have been entirely foreseeable. TR has a good reputation for service, driven by word of mouth. Their support and promotion of men’s and women’s cycling is also well known, but will be drowned out at least for while by this mistake.

I suspect the best course would be to apologise and try to move on. Putting them out of business and their employees out of work would be disproportionate in my opinion, especially when you compare the outcomes for other companies that have caused offence. Some of the comment writers might do well to think about that.

Nugga

I was on holiday overseas recently and met some dudes and went for a ride. Within ten mins, one of the guys said – “you’re from Melbourne huh? You don’t ride with those a-holes from Total Rush do you?”. Congrats guys, you were already internationally famous even before this bout of tosser behaviour.